Leading Operations Online

October 11, 2012 Anupam Gupta

The momentum behind multi-screen media is building. Consumers who interact with at least two screens at a time have now reached a majority, and that is seen by many as a tipping point for digital media strategy to shift accordingly. Advertisers are showing increased interest in executing campaigns across screens.

Now, more than ever, the various moving parts of the marketing engine that drives branding need to work together. Interactive digital video will be the spark for that engine. 

The Data Is Strong

September was a watershed month for multi-screen research and campaigns. GfK MRI’s iPanel showed that almost two-thirds of tablet owners watch television while also using their tablets. According to the iPanel data, 63% of tablet owners used their device while watching TV in the last seven days. 

The behavior is not limited to just a few shows. 41% of tablet owners’ total TV viewing time is devoted to this form of two-screen viewing. Many two-screen viewers used their tablet...

October 10, 2012 Atul Patel

There can be a tendency to confuse "standards" with over-simplification in advertising and media. Companies in the IAB Digital Video Committee (in which my company, OneScreen, participates) come together to create standards that reasonably accommodate the industry’s current needs based on their respective business and technical requirements. With standards adoption becoming more widespread, we would expect to see more businesses utilizing them to launch into new areas of innovation. 

Instead, the usual outcome often leads the industry towards "common denominator" scenarios with the same creative implementation ending up everywhere. It doesn’t have to (and shouldn’t) be this way. IAB’s VSuite provides advertisers and even producers and publishers with the frameworks for implementing creative solutions into standards that attract, inform, and engage...

We’ve got way more than 99 problems in digital advertising, and unfortunately, the .gif is still one. You’ve seen them: the lackluster, unanimated .gifs that crop up in place of shiny, fancy rich media (Flash) creative on your finicky, non-flash enabled devices. As these devices – let’s be honest, most often Apple iPhones and iPads – proliferate, the percentage of backup .gifs being served in place of Flash creative also skyrockets. Over here at AdMonsters Headquarters, we’ve been hearing from our agency friends that the serving of backup .gifs has become an increasingly annoying problem. I reached out to a few of our agency contacts to get their perspective on the problem and to see if they could offer any solutions.

First, let's examine the problem: often-boring backup .gifs are often served when a particular media buy has not been set up to exclude the devices that do not support Flash. As you can imagine, a backup .gif is far less entertaining and engaging than the Flash creative it...

October 8, 2012 Eric Bosco

Fall is the time of year when brands invest in targeting students and families online. For one, advertisers have started to analyze the effectiveness of their back-to-school campaigns, especially when online shopping activity is on the upswing. In addition, smart brands are using the results of back-to-school campaigns to modify and strategize, as they plan for the holiday shopping season. 

A sophisticated targeting campaign involves some sort of targeting and buying engine. Targeting providers have evolved from manual approaches to automated platforms. These platforms can have their challenges. If the platform is not calibrated effectively, your family-driven brand may find itself on a less-than-friendly site tarnishing a brand’s reputation.

Because of these risks, some brands still steer clear of automated online advertising and continue with the traditional approach of hand-selecting the...

Coming to you live from New York, it's the AdMonsters OPS NY Live Blog! Advertising Week may be coming to a close, but it's not over yet. Stay tuned as we capture our lively agenda, covering digital strategy from the multi-screen experience to programmatic premium and beyond. 

9:00 Rob Beeler kicks off OPS. It's time to forget the tired buzzwords (c'mon, you must be as sick of these as I am) and focus on what actually works and how – exactly – we can move the industry forward. Let's focus on strategy.

9:21: Jerry Shereshewsky starts by talking about the slide rule. Whoa, throwback. I can barely even remember life before my cell phone. We're in a new age of startling new technologies, and advertising must stay abreast of them.

9:25: Instead of absorbing the internet themselves in the 1990's, agencies built a parallel...

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