Tag: programmatic

Streaming Music Gets More Personal With Ads

Posted on by Lab Team

Read original story on: AdWeek and AdAge

Music streaming services like Pandora and Spotify are enhancing the way that they target ads by getting more intimate with listeners. Spotify announced that it will allow brands to target specific consumers through custom playlists based on user activity and preferences. Ideally, the streaming company will be able to infer the context in which people are listening to playlists to deliver the perfect ad. Similarly, Pandora is moving closer toward programmatic advertising by allowing brands to target users based on more specific demographics like the users’ declared age, gender, and location, showcasing the wealth of targeted data they can provide brands.

Event Recap: Three Themes From The 4A’s Transformation Conference 2015

Posted on by Lab Team

Every year since 2009, ad agency leaders have gathered to discuss ongoing trends and the future of the ad industry in the annual 4A’s (American Association of Advertising Agencies) Transformation Conference. And at this year’s event, the spotlight was firmly on programmatic.

Programmatic Is The Future
The event kicked off with the release of a White Paper report on the transformative potential of programmatic buying, and throughout the event, the current industry practice and positioning of programmatic ads were discussed at length, with the general consensus being that programmatic is valuable both as an audience targeting tool and as an automation process for buying ads. As the White Paper concludes:

Advertisers and their agencies must align with technology providers here, as well, to promote greater visibility into the new infrastructure being created. Accountability, trust, quality and value are four key pillars on which the foundation of a programmatic future must be laid.

TV Will Continue To Be A Powerhouse
Many attendees still trust TV based on its 60-year track record and solid research. John Montgomery, GroupM’s COO, told 4As that traditional TV business will continue to deliver audience as a “real powerhouse” that is “100% viewable”. It offers volume and scale like no other medium, said Montgomery, and “video pales in comparison”.

Cross-platform Targeting Ties Everything Together
While TV advertising drives awareness and word-of-mouth, digital screens are more personal, and content is chosen very specifically, lending to a more direct engagement with users.  As advertisers continue to expand their campaigns across different screens, the full value of video advertising can be unleashed by shaping the messaging by platform.

A panel led by ESPN Research. for instance, highlighted some results from their “Valuing Video” study on the effectiveness of video ads across TV, digital, and mobile platforms. Digital video impressions combined with TV impressions drive performance—especially purchase intent, ESPN concluded.

Head image taken from www.aaaa.org

Programmatic Ad Buying Coming To iAd

Posted on by Lab Team

Read original story on: Re/code

Apple is enlisting multiple ad tech vendors, including MediaMath, The Trade Desk, AdRoll, GET IT Mobile, Accordant and Adelphic, to help it sell automated mobile ads via its iAd platform. The news came just days after Apple’s partnership with ad tech company Rubicon was announced. With programmatic ad buying becoming the new industry standard for web ads, it makes sense for Apple to bring it to mobile ads.

Partner Spotlight: ADstruc

Posted on by Lab Team

With the transition to automated buying and widespread digital signage, outdoor media is about to explode. IPG Media Lab Managing Partner Chad Stoller was quoted in the New York Times this week, noting “Outdoor is one of the most undervalued media” in the landscape, and MAGNA GLOBAL estimated earlier this year that outdoor would grow 4.8% to a $7.3 billion industry. That’s why we’re particularly excited by ADstruc, a comprehensive solution to out-of-home buys and analysis, which is on the forefront of programmatic outdoor media.

How does ADstruc’s platform work?
ADstruc optimizes outdoor RFPs toward its inventory, which currently constitutes several hundred media networks across the country. That way, a media buyer can scan inventory, calculate an ideal expenditure, and then execute a buy without leaving the desk. For vendors, it’s a totally free marketplace.
It’s not over once the buy is executed, either. Unlike traditional outdoor, which ends once the media goes up, the platform maps your spend and tracks location-based social mentions to determine the media’s effect. Finally, ADstruc’s goal is to be a full-service outdoor platform, so it helpfully interfaces with analytics and billing platforms that media buyers and vendors use.
 
How can ADstruc change out-of-home media?
 
Outdoor signage is becoming progressively more digital — it’s currently 32% of the out-of-home market, and will grow as static media gets replaced. Markets like New York are fully embracing outdoor digital: digital media will fund the massive public WiFi project set to take over 10,000 obsolete payphones. And as outdoor becomes more digital, it will become more programmatic. To be able to change outdoor media at a click’s notice — sounds like the future to us.

AdWeek Event Recaps Masterpost

Posted on by Lab Team

Over the last four days, The Lab attended and covered six NY AdWeek events in total, and here is a round-up. Click on the titles to read more.

Programmatic Sophistication: Riding the Next Wave of Innovation

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO, About.com; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

What Is Newsworthy?

On Monday, Michael Roth, the Chairman & CEO of IPG, moderated an Advertising Week panel with Rebecca Blumenstein, Deputy Editor-in-Chief, Wall Street Journal; David Pemsel, Deputy Chief Executive, The Guardian; Pete Cashmore, CEO & Founder, Mashable; and Greg Coleman, President, Buzzfeed; in which they discussed the future of the news and advertising’s role.

The Future Of Measurement

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world. Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Future. Video 3.0

As part of our continuing Advertising Week coverage, this morning we attended a discussion on breakthroughs in audience targeting in cross-platform video advertising. Moderated by Scott Donaton, Global Chief Content Officer & Head of UM Studios, the panelists consisted of Bryan Gernert, CEO of Resonate; Jamie King, CPO of Keek; Andrew Snyder, Video Sales VP of Yahoo; and Matt Van Houten, Ad Sales Director of AT&T Adworks.

Proximity Marketing and Its Future

Continuing our coverage of New York Ad Week, today the Lab attended “Proximity Marketing, Wearables, and the Art of the Possible”, focusing on disruptive technologies and their impact on customer experience marketing. Led by Moderator Andrea Fishman from PwC, the panelists consisted of Fishman’s colleague David Clarke; Andrew Markowitz, Global Digital Strategy Director, GE; Mark Donovan, Chief Operating Officer, Thinaire; and Jordan Grossman, US Head of Sales at Waze.

Reimagine Retail for the Connected Shopper

“Reimagine Retail for the Connected Shopper” is the second Ad Week seminar we attended earlier today. Presented solely by Michael Dill, Managing Partner of Match Marketing Group, the seminar explored the various facets that today’s digitally connected shoppers are reshaping the retail market.

 

Event Recap: AdWeek—Programmatic Sophistication: Riding the Next Wave of Innovation

Posted on by Lab Team

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO, About.com; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

Complementing, Not Competing

The hot button topic on everyone’s mind was Facebook’s announcement that it was relaunching the Atlas ad platform. Far from being concerned about a formidable competitor, the panelists believed that having access to more data would be better for everyone involved. As Shah noted, “If they can bring data that makes our inventory more valuable, I think publishers will line up.”

Context and the Audience

Far from mass standardization or “bulk buying” that the term implies, programmatic can actually serve to make advertising more personal and customized. “I loved the simplicity and honesty of a brief, but it always too broad of an audience, ” noted Seiler. “Now you can write those briefs to very specific audiences.” Most importantly, data can provide context to the consumer’s decision-making process. “If we can append data to how real people are behaving, that’s the future for us,” said Vogel.

The New Normal

Just as other marketplaces have shifted to more automated processes, the advertising industry will becoming increasingly programmatic. Yet these changes aren’t anything to fear—if anything, programmatic will simply be the way things are done. Within the next two to five years, in fact, Seigel predicted “session like this one won’t even happen.”

 

Event Recap: AdWeek — The Future Of Measurement

Posted on by Richard Yao

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world.  Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Time- and place-shifting

The increase in watching content on different devices, and different times, has greatly affected traditional measurement.  “As a network, CBS is still reaching as much audience as we did back in 2000, once the DVR numbers factor in,” said Poltrack, “but we are now reaching an audience where 62% of them are also simultaneously on mobile devices,” which poses new challenges to audience measurement. Nardini agreed with him while adding that “mobile is the future, and our mobile strategy is ‘video strategy’”.

Receptivity

“Ad performance is no longer entirely about impressions or other traditional metrics,” Nardini explained, “it’s about resonating with the audience through a message”. Poltrack also commented on CBS’ recent efforts in bringing in long-term ad effects that are monitored throughout the whole span of ad campaigns into consideration, citing that the long-term effect is usually 2 or 3 times higher in key measurements than the short-term effect.

Simplicity

As Mr. Seiler reminded the audience, “at the end of the day, simplicity always wins”. Speaking from the agencies’ perspective, clients aren’t interested in overcomplicated media plans and metrics. Setting up a cross-platform programmatic ad system is central to simplifying and unifying the scattered development in audience measurement.

 

What the Living Room Revolution Means to Brands

Posted on by Lab Team

Download the whitepaper “OTT: What The Living Room Revolution Means to Brands”

Television has been the core medium for the advertising industry for decades. While other media such as web and mobile-based content have eaten into its share of audience attention, it still offers brands the widest reach. Moreover, the audience’s desire to relax on the couch with their families and be entertained by a big HD screen is a unique desirable experience that newer mediums can’t replace.

What is beginning to change, however, is the underlying structure of Television. The idea that TV shows are arranged in linear numbered channels is no longer a technical requirement. A generation is rising that is less receptive to the concepts of expensive bundles, traditional interruptive ad breaks, and being locked into accessing certain content on some screens but not others.

In an on-demand, de-bundled, cord-cut world, the big question is “What now for marketers?”

In this paper we attempt to lay out the current landscape, the promising technologies that are budding, and the exciting future possibilities that lie ahead.

Download the whitepaper “OTT: What The Living Room Revolution Means to Brands”