Leading Operations Online
With the Upfronts/NewFronts raging into gear, news is spreading that many brand and agency relationships are on the rocks. Following announcements of media account reviews from L’Oreal, Coca-Cola, Visa and Unilever, P&G mentioned it would be streamlining its agency partners. As this seemed indelibly linked to his OPS keynote – “The Economic Forces Reshaping the Agency Landscape” – I reached out to Rick Webb, cofounder and former COO of groundbreaking digital agency The Barbarian Group, to see if these announcements were signs of turbulent times and great change.
With all these account review notices, are we on the verge of a major agency-land shakeup...
Am I the only one who thinks it’s weird that viewability is a post-campaign metric? We can target ads based on HTML cookies in real-time, why can’t we determine whether the impression associated with that cookie is also in view, or at least has a high chance of being in view?
Well, according to CEO Brad Krassner, RealVu does offer publishers the ability to serve a viewable ad only when the space is in view. When the ad call goes to the server, RealVu’s on-page code informs the server which ad spaces are in viewable sections of the screen. Spaces that are not viewableat the time of the call are ordered to serve plain-old impressions with no viewability requirements.
While previously this technology was available to publishers on the RealVu Exchange, recently launched RealVu Boost brings real-time viewability forecasting and optimization to...
"Can't wait to see ads on my Apple Watch!" said no one ever.
I'm sure that consumers are wondering what genius will be the first to spam them with belly fat ads on the Watch. When an ad network for the Watch was announced at CES in January, a million fanboys (in the ad industry) screamed out in agony. Or maybe that was just me, dying inside a little.
The Apple Watch will be a convergence device for activities like behavior and activity tracking, touch payments, voice response, passkeys, remote controls, alerts, and many more to come. Interactions will take the form of short bursts of relevant, timely and valuable information, prompting quick, snappy responses. It will be physically and situationally aware.
It's worth keeping this in mind when framing the approach that...
Upfront season seems like it never ends.
From late February to May, buzzed buyers are carted from garish affair to ostentatious event, plied at each with swag and booze (but of course!) while networks and broadcasters (and don’t forget web-based content providers) roll out celebrities and musical acts to ornament their upcoming programming. Between drinks and skits, deals are made, orders are signed and an unseemly amount of dollars is committed to ad spend.
While this tradition may seem like a bit of "Mad Men" seeped into the 21st century, the upfronts actually bear witness to a major development in the world of advertising – the convergence of digital and linear transactions. Broadcasters and networks are packaging their content across screens to facilitate advertisers’ multiscreen campaign dreams.
Speculated about in studies and at industry conferences for years, digital-linear convergence is...
Ad ops and hacking have long ridden side by side (check out this oral history of ad ops for more tales), so it's no surprise that the rise of viewability has ops pros reaching for their inner Macgyvers. Come on, you can even hear the theme song as you read this.
We put a call out to the AdMonsters community for home-made tools and resources that make dealing with viewability less of a bear and got some great responses that we'll be sharing with you. But we're still looking for more – if you've got a nifty hack that could benefit your peers, share it with us at firstname.lastname@example.org. Yes, you could be known as a viewability Macgyver! (But I'd suggest you leave the mullet in the 80s, where it belongs.)
This week's viewability hack, an easy-to-download Chrome...